When Jamel Boutiba joined Vichy as global brand president last month, his goal was clear: to help the brand reach €1 billion in revenue by the end of the year.
To get there, Vichy is targeting the men’s category, expanding beyond skincare into supplements, and tailoring its approach to each market. But with growing competition in the science-backed skincare space and the resurgence of K-beauty capturing significant market share, Boutiba has a lot of work ahead.
“The challenges in reaching [€1 billion] over the past few years have included a highly competitive market and the time needed to establish a new positioning while rolling out successful innovations, supported by engaging activations across all our regions and countries,” Boutiba tells Vogue Business exclusively. “I’m confident in what we’re putting in place this year to keep growing, including our geographic expansion. But our main focus remains the growth of our haircare brand, Dercos, which is seeing double-digit growth.”
Jamel Boutiba, Vichy’s global brand president. Photo: Courtesy of Vichy
Vichy was founded in 1931 by French dermatologist Dr. Prosper Haller, who became known for mineral-infused skincare that other cosmetic brands have since adopted, and collagen-boosting products that Vichy first brought to market in 1996. L’Oréal Group acquired the brand in 1980, but before that, the group had a commercial agreement with Vichy starting in 1954, marking its first step into dermatological skincare. By the time of the acquisition, L’Oréal Group had already strengthened its position in the health-focused cosmetics market.
L’Oréal Group doesn’t break out individual brand revenues, but its dermatological beauty division, which includes Vichy, has been growing for three consecutive years, according to the company. Vichy says it’s close to reaching the $1 billion mark. In 2023, the group reported 28.4% like-for-like growth, and the company said Vichy had its best growth in 18 years. In 2024, dermatological beauty grew 9.8%, followed by 5.5% in 2025. In the first quarter of fiscal 2026, the category was up 10.8% like-for-like.
Boutiba is a L’Oréal veteran with over 20 years of experience at the group, working across three divisions: luxury, consumer, and now dermatology. “Each division has its own focus, but in luxury, brand equity is absolutely key, and we know that luxury today is all about experience,” he says.
Vichy’s fellow L’Oréal Group brands — SkinCeuticals, La Roche-Posay, and CeraVe — have each already reached the billion-euro mark, despite being younger. But Vichy’s time is now. “We have a strong positioning that really resonates worldwide, and we’re moving into the integrative health category with a global approach,” says Boutiba. “The road to a billion needs to focus on the consumer. That’s part of becoming a global brand.”
The men’s opportunity
L’Oréal Group has big ambitions for the dermatological beauty brand. The men’s skincare market is a growing focus for Vichy. Women currently make up between 60% and 70% of the business, but Boutiba wants to reach a 50-50 split in the future.
According to Euromonitor, the global men’s skincare market is expected to be worth $5 billion by 2027, growing about 2.7% from 2026, with a current value of $4.9 billion.
Vichy is betting on the 2026 FIFA World Cup in June to help win market share among men. The brand has signed Portuguese soccer player and Paris Saint-Germain FC midfielder Vitinha as an ambassador for its Dercos dermatological haircare line, the brand announced on Friday. Sales of Dercos have quadrupled in five years, according to the brand, making it Vichy’s biggest growth driver. The line, which launched in China in 2021 and expanded to the US last year, includes five anti-dandruff shampoos and conditioners, each tailored to different needs.It’s suitable for normal, oily, or dry hair, as well as sensitive scalps. According to Boutiba, more than one bottle of Dercos Anti-Dandruff DS Shampoo is sold every two seconds worldwide.
By naming Vitinha as an ambassador, the brand is building appeal across generations of men, Boutiba explains, since soccer brings together audiences from Gen Z to baby boomers. FIFA reports that the 2022 World Cup engaged five billion fans, with 1.42 billion viewers watching the final match between France and Argentina.
The 26-year-old player—who is also a Nike ambassador—has 4.4 million followers on Instagram. “Vitinha is someone focused on his health and performance, which fits well with Vichy,” Boutiba says. “The magic of soccer is that it crosses generations and connects with people from all social backgrounds, much like Vichy—we sell deodorants for €7 and anti-aging creams for €80.”
Emily DiDonato for Vichy. Photo: Courtesy of Vichy
Vichy’s overall strategy for ambassadors is to reach a wide range of consumers. Besides Vitinha, the brand targets science-minded consumers through French biochemist Jessie Inchauspé, known as @GlucoseGoddess on Instagram (6.2 million followers), who has been a Vichy ambassador since September 2024. To align with wellness, the brand also brought on model and wellness content creator Emily DiDonato.
But Vichy still has some ground to make up. Many brands have invested in men’s skincare in recent years to tap into this opportunity. La Roche-Posay signed Italian tennis player Jannik Sinner in 2024, the same year Taiwanese singer Jay Chou became La Mer’s first male ambassador and CeraVe worked with actor Michael Cera on a campaign.
Looking ahead, the brand is expanding from anti-dandruff into the hair loss category, which is becoming a bigger topic in men’s grooming. This includes Dercos’s R.E.G.E.N. Booster Serum and Collagen 17 shampoo, both launched at the end of 2025. “These two hair products will remain central to our strategy to become a billion-dollar brand,” says Boutiba.
Beyond skincare
To get ahead, Vichy has been repositioning itself in the market over the last two years, moving beyond skincare and deeper into integrative health—combining topical products with gut and mental health. “We’re going beyond topical beauty and looking at the body and mental health, because we’re targeting a new audience of health performers [health-conscious consumers who focus on longevity and wellness in their daily lives],” says Boutiba.
Vichy wants to reach the growing number of consumers interested in longevity, taking supplements, tracking their sleep, and eating organic food. “What has worked for us is blending cosmetics with medicine—it’s our magic formula,” he says. “Health performers make up 20% of the global population, across genders and generations, which is what Vichy has always been about.”
Vichy’s anti-dandruff and anti-itch dermatological shampoo. Photo: Courtesy of Vichy
The supplement market offers a lot of potential for brands that get it right. On TikTok, 2.8 million videos have been created using the #supplements hashtag so far, and according to Euromonitor, the global consumer health market was valued at $338 billion in 2025. “It’s a future opportunity for us, and it’s already big, but it’s getting even bigger,” says Boutiba. “Our founder, Dr. Haller, was a general practitioner, so health has always been at the heart of our brand.”
Earlier this month, Vichy launched its Liftactiv Collagen supplement, co-developed with nine international dermatologists and nutritionists at Vichy’s development labs in France, with support from L’Oréal Group’s global research and innovation network in China, the US, Brazil, and Africa. The brand’s medical and marketing teams have also worked with Huashan Hospital in China and King’s College London.
Vichy is the secondVichy is the most recommended brand by dermatologists worldwide, according to the brand itself, and it also ranks first as the dermatologist-recommended choice for anti-dandruff and haircare globally. “The products are unique because they strike a good balance between effectiveness and how they feel to use. In this market, you can sometimes find products that work well, but they don’t smell good or are hard to apply,” says Boutiba. He adds that Vichy focuses on combining efficiency with ease of use to create standout products.
Market focus
Vichy operates in 40 countries, with its three largest markets being France, Brazil, and Germany. In 2025, the brand stepped up its digital marketing with a series of social media campaigns and influencer content, racking up 14 billion views across YouTube, TikTok, and Meta. Social media engagement increased by 60% in 2024. Boutiba notes that the campaign for its anti-dandruff shampoo alone reached six billion views on TikTok.
Vichy works hard to tailor its messaging and positioning for different markets, and it develops products based on specific local needs. For example, Vichy’s Liftactiv Collagen 16 Bonding Serum, launched in January, is an anti-aging product created from 15 years of research and testing 8,900 molecules. In Latin America, the brand has been targeting GLP-1 users. “One of the side effects we’re seeing is ‘GLP-1 face,’ where people lose collagen due to weight loss. Studies show our collagen serum addresses that,” says Boutiba. “This is something that’s really specific to the Latin American audience and very relevant in Brazil.”
The brand has conducted studies showing that the Liftactiv Collagen 16 Bonding Serum boosts collagen production in the skin by 350%. Meanwhile, in Europe, the same product is marketed to consumers looking to fight signs of aging, targeting 16 areas such as wrinkles, fine lines, and skin texture.
The real challenge for Vichy starts now—and time is running out as it aims for the €1 billion mark. “When I arrived here, I was impressed by the brand’s medical expertise, the knowledge, and the clinical studies we conduct,” says Boutiba.
Frequently Asked Questions
Here is a list of FAQs about whether Vichy could become LOréals next billioneuro brand written in a natural tone with clear answers
BeginnerLevel Questions
1 What is Vichy and why is it important to LOréal
Vichy is a French skincare brand known for its mineralrich thermal water and products for sensitive skin Its important to LOréal because it sits in the dermatological beauty division which is growing fast and already includes big brands like La RochePosay and CeraVe
2 What does billioneuro brand mean in this context
It means the brand generates over 1 billion in annual sales LOréal has several brands at this level and hitting that mark is a major milestone for growth and prestige
3 Is Vichy currently a billioneuro brand
No its not there yet Vichys annual sales are estimated to be around 600700 million so its still a few hundred million short
4 What makes Vichy different from other LOréal brands like La RochePosay
Vichy focuses on antiaging and mineralrich formulas while La RochePosay is more about sensitive skin and acne Vichy also has a higher price point and a stronger pharmacy heritage especially in Europe
5 Why would LOréal want Vichy to become a billioneuro brand
It would boost LOréals overall revenue and market share in the fastgrowing dermocosmetics category Plus a billioneuro brand brings more attention investment and shelf space in stores
Advanced Questions
6 What are the biggest challenges Vichy faces to reach 1 billion
Three main challenges 1 Intense competition from La RochePosay and CeraVe within the same LOréal group 2 Limited presence in the US and Asia compared to those rivals 3 A perception that Vichy is oldfashioned or less innovative than newer indie brands
7 How could Vichy grow fast enough to hit the billion mark
By